NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management
Internal Assignment Applicable for December 2021 Examination

Assignment Marks: 30

Instructions:

 All Questions carry equal marks.

 All Questions are compulsory
 All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
 All answers to be written individually. Discussion and group work is not advisable.
 Students are free to refer to any books/reference material/website/internet for
attempting their assignments, but are not allowed to copy the matter as it is from the
source of reference.

 Students should write the assignment in their own words. Copying of assignments from
other students is not allowed.

 Students should follow the following parameter for answering the assignment questions.

For Theoretical Answer For Numerical Answer

Assessment Parameter Weightage Assessment Parameter Weightage
Introduction 20% Understanding and usage 20%
Concepts and Application 60% of the formula
related to the question Procedure / Steps 50%
Conclusion 20% Correct Answer & 30%
Interpretation

1. Tesla Model 3 is planning to launch in December 2021 in India. As a Marketing

Consultant explain the steps that you will suggest for the New Product Launch?
(10 Marks)
 NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for December 2021 Examination

2. Parle Agro makes its entry into the dairy segment with a premium and high-quality
range of flavored milk products, 'SMOODH'. With disruption inborn in the brand's
philosophy, SMOODH becomes the only flavored milk beverage in the global market
to be available in 85 ml Tetra Paks and priced at only ₹10. Suggest a suitable promotion
mix for the new launch. (10 Marks)

3. Read the case & answer the questions based on the case:
Kia Motors announced that it has opened its first digital showroom in India, moving
towards providing digitized services to its customers.
The showroom is located in Prabhadevi which is one of the busiest hubs of Mumbai and is
equipped with 3D configurators with a digital catalogue, a Heritage Wall, Digital Spec
Boards and a media wall.
The showroom is designed to display Kia’s current product portfolio with 3D
configuration. The 3D configurator zone in the facility enables the customers to customize
and design their favorite Kia cars and witness their intricate details. All the showcased
vehicles will be equipped with digital spec boards to share all the relevant information
about the product. The content displayed in the showroom is controlled directly by Kia
India, providing greater transparency, a sense of security and reliability to the customers.

a. ‘The 3D configurator zone in the facility enables the customers to customize and design
their favorite Kia cars.’ Based on this statement explain which type of targeting
strategies is initiated by Kia Motors. Justify your reason. (5 Marks)

b. In your opinion, which segmentation strategy is adopted by Kia Motors? (5 Marks)

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